skills: project management, market research, Screener/survey, user interviews, personas, sketching



The Challenge

The client, a major local sports team, were looking to build on their fans stadium experience. They want to leverage their current mobile app to give game attendees tools to better discover everything the new stadium has to offer and to simplify the processes for purchasing concessions and merchandise both at the counter and from their seats.


My Role

I served as project manager on a three person team. My first action was to develop a Lean UX project plan. Because we were working in one day sprints, I decided that a simple spreadsheet would allow us to most easily read and record our time.

Ravens project plan.png


After research, we proposed mobile game day concierge app that would best work with the in-stadium Wi-Fi.


Market Overview

In order to better understand the professional sports marketplace and where the Baltimore Ravens and NFL fit, we started with research. We pulled out some key pieces of information as a starting point:

Favorite Sports Teams (source: Statista)

  • NFL is the most attended sport in the world.
  • 2013 M&T Bank Stadium $35M upgrade that included widening the concourses, new and improved concessions, high speed Wi-Fi, and installing two 24’ x 100’ RavensVision high definition screens in either end zone.
  • Ravens home games average 71,102 attendees which is more than there are seats in the stadium.
  • 3/4 of fans have smartphones.
  • Facebook is the #1 social media tool for fans, although the NFL leverages Twitter quite a bit.
  • Women comprise 45% of audience and the NFL wants even more.

Knowing that we wanted to improve an existing app, we also took a look at what other teams offered. We were particularly impressed by how many teams use the VenueNext platform to provide concierge services to the entire stadium and thought there would be more opportunity to engage fans with social media and the gigantic RavensVision screens. 


User Research

We started with a screener survey that included a mix of basic demographic information to understand our user and specific questions about their live sports experience.

Our last few questions were perhaps the most enlightening. Exploring the stadium came back at a 49/51% split between yes and no, and the free field responses broke down into a couple of trends. Bests included the fans, the atmosphere/energy, the live action; worsts included crowds, wait times/lines, costs.

Once we had completed the initial screener survey, we selected interviewees to probe further. We asked them:

  1. Describe the process when attending a live sports event.
  2. Why do you go to a live sports event? [Explore likes/dislikes: atmosphere, social experience.]
  3. How often do you leave your seat? Do you explore the stadium during the game? Why do or don’t you walk around?
  4. Tell me about why and how you buy things at the stadium. What do you like or don’t like? [More info about what you do buy, why you buy what you buy.]
  5. How do you get to the game? How do you get home?

The results drove us to develop three key features:


sketching and design

We started with a group design studio to flesh out the basics for each of these features. Then we independently iterated on our agreed designs to further define the user flow. I focused on building out the in-seat ordering journey, from choosing the food to a fun graphic to show delivery.

Borrowing the design sprint framework from Agile, we developed a prototype using Sketch and conducted a series of tests, including A/B testing for the icons and usability testing to confirm the functionality. We then iterated three times until arriving to an MVP to share with the client.

Usability Test: Stumbling on the icons

Usability Test: Stumbling on the icons


outcomes and deliverables

After a condensed series of daily design sprints, we discovered we needed to improve the clarity of the bottom navigation bar icons. People couldn't identify what the icons meant and we had to revert to both more clear and more common visual indicators.

We delivered a hi-fidelity clickable prototype to the client to showcase our three key features. View the app demo below.

Emily Lawrence